'We would like everyone with an hour to spare this weekend to take part in a useful and enjoyable environmental survey called the Great British Turdwatch, said a spokesman for Least Effort, Narrowly Avoiding Prosecution - the industry association for the UK's water companies.
'Just spend 60 minutes taking a walk along a beach or a riverbank near you, or go surfing in the sea, and count the pieces of untreated waste matter that you step in, see floating past you, or swallow.
'Then send your results to us. In the best traditions of turdwatching, you should identify the nature of the excrement you encountered by detailing general impression, size and shape.
'We will collate all your contributions and then keep the results a corporate secret.
'However, we can confidently predict that high performers in the 2024 Turdwatch will be those traditionally turd-rich environments - the lower Thames, Portsmouth, Blackpool and Newquay in Cornwall.
"And don't forget - for every piece of effluent you report we will be adding £10 to your water bill. It's up to you how much of the truth you dare to tell us."